메시지 유형과 대기시간 표시 단위가 콘서트 광고의 설득력에 미치는 영향

Abstract

This study was conducted to understand consumers’ concert ticket purchase behavior using an experimental approach and derived a practical sales promotion strategy. More specifically, we investigated an effective concert poster advertisement strategy utilizing a numerosity heuristics of the large versus small time unit matched with the hedonic versus utilitarian message appeal type. In the context of the Bangtan Boys, Study 1 showed that the interaction between time unit (30 days vs. 1 month) used for the ticket opening time and concert message type (meaning pleasure vs. meaning) enhances consumers’ interest in the concert. In Study 2, we showed that a significant interactive effect between the waiting time unit until the concert date (one week versus seven days) and the concert message on the consumers’ attitudes toward the concert was mediated by the joy of waiting. In conclusion, as a performance ticket promotion strategy, this research suggests that advertisement effectiveness can be improved by using a larger time unit for the hedonic appeal and by using a smaller time unit for the meaningful appeal.